WIN WIN WINCONVERGENCE AMONG CONSUMER,

BRANDS AND RETAILERS

APRIL 2015

Traditionally we have looked at

CHANNELS and “TRADE Marketing” just

as a place On-site

/ HoReCa Distributors

Wholesalers

Traditional

Independents

Small labels

Large labels

E-commerce

IKA

MOST SUPPLIERS ARE FAILING

TO MEET EXPECTATIONS OF

MODERN RETAILERS

3

A SHIFT IN RETAILERS EXPECTATIONS

Omni-Channel

Category LeadershipCategory

Captains

EX

PE

CTA

TIO

NS

NOWPAST

5

Suppliers and retailers need support in

collaborative business planning to enhance in-

store experience, manage categories and

integrate mobile & digital...

KEY TAKEOUT

6

SUCCESS STORIES:

MODERN TRADE

KRAFT

7

KRAFT:

SHAPING

THE NEW

TMR ROLE

8

Our new playground:

Fragmented media, retail, categories

and even digital vs. traditional channels

Our new game:

“GET IT RIGHT”

99

Purchase Decision Journey

trigger purchase

the first

moment of truth

1010

trigger purchasecommit to

purchase

the zero

moment of truth

the first

moment of truth

Purchase Decision Journey

11

Endless Moments of Truth

view

print ad

read

blog

search

video ad

Watch

video on

mobile

like

download

mobile

app

compar

e shop

online

demo

product

in store

watch

tutorial

read

reviews

buy

item

shop on

website

view

banner

ad

IN A WORLD OF FRAGMENTED SHOPPING OPPORTUNITIES

UNDERSTANDING OF THE CONSUMER JOURNEY (PDJ®) IS CRITICAL

Brands/Retailers

can’t afford to engage

at every step. They

need to connect

when they can

influence the most

Online, mobile and

social media is giving

consumers a wealth

of choice on how to

engage, interact and

shop.

triggerpurchase

12

THE GOAL:

DELIVERING BIG IDEAS THROUGH THE RIGHT MESSAGE, AT

THE RIGHT TIME AND THE RIGHT PLACE.

an idea is not a promo mechanic# 1 : SALE# 2 : FREE# 3 : BOGO / 2 for 1# 4 : Cross promo # 5 : Contest & Sweepstakes# 6 : Assured Gift# 7 : Codes & Coupons # 8 : Reward loyalty# 9 : Free Trial# 10 : Like, share, get!# 11 : Tweet & get FREE stuff ! # 12 : Pin & get!# 13 : Refer & get stuff !# 14 : Upsell

a genuine idea has to have:

> Novelty

> Truth (recognizable/acceptable)

> Relevance

customizing products is not an idea

turning the product into a dialogue starter is an idea

a loyalty program is not an idea

making consumers part of a fairytale via collectibles is an idea

17

P&G REAL – 8TH Dwarf

18

19

an application is not an idea

making the consumer play with itis an idea

21

P&G CORA – PampersPlay

Film PampersPlay

an in store activation is not an idea

showrooming real-life needs, not the product is an idea

24

Film North Face “Never Stop Exploring”

https://www.youtube.com/watch?v=g7CRMrR24Mo

THANK YOU!